Viewership ‘Decent’ for First 7 Matches, Say Media Buyers
Mumbai: The ninth season of the Indian Premier League (IPL), has opened with a “decent” viewership and cumulative impressions of 145.75 million for the first seven matches across three channels – Sony Max, Sony Six and Sony ESPN – according to viewership data from BARC India.
Impressions are a measure of number of viewers at any given point of time during the telecast of the match. The seven matches were played between April 9-15.
Incidentally, the highest rated match of the tournament in its first week was the clash between Royal Challengers Bangalore and Sunrisers Hyderabad, which managed 24.137 million impressions, or viewers, at any given point of time during the telecast. The second most watched was the one between Mumbai Indians and the new team, Rising Pune Supergiants, which attracted 24.12 million impressions. With its high reach, Sony Max remained the most preferred channel for viewers to consume IPL matches, followed by Sony Six and Sony ESPN.
While there is no historical data to compare performance of this season (the industry has adopted BARC India’s new ratings system, while TAM has ceased its viewership monitoring services), media buyers said the numbers are “de- cent” and “encouraging”. “There were concerns regarding the stadium occupancy as people shied away from going to stadiums in this heat. Moreover, first few matches were one-sided and viewers tend to lose interest in such matches,” a media buyer said. “However, the numbers are encouraging and the reach of these matches of IPL has higher than the T20 World Cup even.”
For records, in TAM regime, IPL’s reach last year was 112 million, while this year, the reach of the first 7 matches has been at 212 million, showing a significant jump even after discounting the fact that BARC has also captured rural data. “We are happy with the ratings. It has revalidated once again that IPL is the safest bet on cricket,” Vanita Keswani, CEO at Madison Media Sigma told ET.
Also considering that IPL competes with the Hindi general entertainment channels for the space in the 8-11 pm timeslot, it is important to note that IPL has outperformed the Hindi GEC slot leaders across time slots.
While it continues to fight the legal battles, it still remains the most attractive property for the advertisers and viewers alike.
The highest rated match was the clash between Royal Challengers Bangalore and Sunrisers Hyderabad